Häagen-Dazs Testing New Store Design

Häagen-Dazs Shoppe Co. (Wilkes-Barre, Pa.) is testing a store redesign that, if successful, will roll out to the brand’s 210 ice cream shops in the U.S. and become the prototype for future stores.

The test site in Bronxville, N.Y. debuted last month. It features digital menu boards, dark wood finishes, white marble countertops, leather booth seating and a dessert bar, where customers can sit while their orders are prepared.

Dawn Uremovich, president, told Bloomberg News it took roughly six weeks to complete the remodel, which she says was designed to get moms to say “yes” to ice cream runs more than once per week.

Last year, the company shuttered 20 underperforming stores and opened 11 new locations. This year, the company will open 12 stores, all featuring the new design, and close 10 shops. An additional 10 existing stores will undergo remodeling this year.